CIGALA’S and the gentle revolution of women’s fashion: THE JEANS’ PERFECT FIT
by Marco Poli
There must be a reason why CIGALA’S Jeans are so treasured by women, who now form a real community of CIGALA’S Lovers. The first ambassadors of this “Club” are the store owners, who wear and recommend the Jeans by the Marche-base brand owing to their comfy fit, which is also quite rare in Jeanswear. The CIGALA’S collections are not for sale online, they can be found exclusively in the 300 Italian stores. Tarcisio Galavotti, the company’s CEO, has developed an exceptional and innovative criterion, a “CIGALA’S Method”, which enables women to find, by trying it on, their own “perfect fit”: the perfect jeans, which can be worn in every size and at every age, in combination with many different styles, regardless of fleeting fashion and seasonal trends. An inclusive garment for all women, which, inspired by the “Denim notion of democracy”, but has nothing to do with the scruffy Hippies of the ‘60s and ‘70s. CIGALA’S true revolution lies first and foremost in the quality of its fabrics and the perfection of its cuts! CIGALA’S Jeans must be tried on, worn, touched. A clear message, down-to-earth, like the people from this land, Urbania, “The Valley of jeans” in the Marche region. From the ‘70s, however, Tarcisio Galavotti has salvaged a slogan, which he has wanted in his recent advertising campaign: “Put some flowers…” a powerful message: many of us can indeed complete the tune’s refrain by heart: “…in your cannons.” An invitation, absolutely relevant today, to lay down all weapons, to boycott violence in the name of tolerance and kindness, to promote respect for women, we should all get involved. Tarcisio Galavotti has understood that fashion is an extraordinary medium, capable of reaching a vast audience. Combining the image of a modern and accessible product, like a pair of CIGALA’S jeans, with such a noble message certainly helps to get not only women involved. But the flowers also highlight environmental awareness: the company creates jeans by putting people first, and with special focus on the entirely Italian workmanship, with organic cottons and recycled yarns, nickel-free accessories and tags made from a long-standing paper mill from Fabriano, which mixes denim and cotton with flower seeds.
Being actively “green” means regenerating what you already have, finding new ways to avoid waste, and consolidating the excellence of the territory. Thus, the very tag, once its function has expired, can generate new life if planted in the ground. Bearing these values in mind, Galavotti has joined forces with another Marche-based label: Red Capsul, brand spearheaded by the young Davide Eusepi, who can rely on the know-how he acquired from the clothing company founded by his parents approximately 30 years ago. This encounter has resulted in a joint venture that has given rise to the RED CAPSUL X CIGALA’S co-lab.
in photo: RedCapsul X CIGALA’S
